New media strategy

What we do: We leverage new media (e.g., Web 2.0, 3G technology) to transform the way in which organisations interact with their stakeholders and customers.

Our impact: Baird’s CMC has planned successful new media strategies with companies such as Novo Nordisk and Merck Sharp & Dohme. We are keenly aware that with its increasing fragmentation and sub-segmentation of audiences, today’s dynamic media environment requires something more than traditional advertising and PR campaigns. We believe that the Internet makes it possible to interact with a very precise segment with clearly defined interests — more like a series of conversations than a traditional broadcast — if you approach it correctly. Such an approach can greatly improve the way companies interact with their key audiences.

Project example: Baird’s CMC associates devised a new media strategy for a project on maternal and neonatal health being implemented in India by PATH and funded by the Bill & Melinda Gates Foundation. Within one year of formulating the new media strategy and launching it, project awareness had significantly increased both within India and internationally, and key stakeholders and opinion leaders were well versed with the project’s key messages.